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LONDON • HAMBURG • JOHANNESBURG • SINGAPORE • LOS ANGELES • NEW YORK
Herausforderungen für das Marketing im Zeitalter der Digitalisierung Berlin, 19. Februar
2 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Die Agenda
• The Observatory International
• Das Phänomen „Marketing Burnout“
• Die Herausforderungen für das Marketing:
• Prioritäten neu setzen
• Teamaufstellungen hinterfragen
• Agenturen besser führen
• Im Unternehmen Platz finden
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
3 © Copyright 2013. The Observatory International Ltd. All rights reserved.
The Observatory International
4 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Global Best Practice für Marketing-Entscheider
Pitch-Beratung
PBR-Vergütungssysteme und Fee-Benchmarking
KPI-Definition und
Monitoring
Ziel-Commitment und
Zusammenarbeit
Strukturanalysen und Portfolio-Optimierung
Einzel-Trainings und Team-
Weiterbildung
5
Das Phänomen „Marketing Burnout“
6 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Vor langer, langer Zeit in einer weit entfernten Galaxis ...
• ... als das Privatfernsehen noch die letzte große Medien-Innovation war,
• teilte sich die Agenturwelt ausschließlich in Kreativ- und Mediaagenturen
• wurden Budgets sehr selten in Frage gestellt und
• das Fotoshooting für den Packshot fand wegen des einmaligen Tageslichts natürlich nur in L.A. statt
7 © Copyright 2013. The Observatory International Ltd. All rights reserved.
„Ein paar Doppelseiten im STERN, ein paar Doppelseiten im Spiegel, TV und Funk drauf
und fertig ist die Laube.“
(Ein großer deutscher Werber zum Thema Media-Planung ca. 1992)
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Vor langer, langer Zeit in einer weit entfernten Galaxis ...
8 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Dann aber kam
• Das Internet
• Die Digitalisierung und Fragmentierung der Medien
• Apple, Facebook, Google, Amazon und Co.
• Dialog statt Monolog, Shit-Storms und mündige Kunden
• Wirtschafts- und Währungskrisen als Dauerzustand
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Das Phänomen „Marketing Burnout“
9 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Das Phänomen „Marketing Burnout“
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Was erzählen uns unsere Kunden?
• Sie beklagen stetig sinkende Budgets bei gleichzeitig erhöhtem Erfolgsdruck.
• Viele zweifeln immer stärker an der Leistungs-fähigkeit ihres eigenen Teams und der Agenturen.
• Sie sind zunehmend mit der Stellung und dem Ansehen des Marketings im eigenen Unternehmen unzufrieden.
10 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Das Phänomen „Marketing Burnout“
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
11 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Die größten CMO-Probleme aus Sicht der C-Suite:
• ROI ist nicht nachvollziehbar • Mangel an talentierten Mitarbeitern • Data-Mining ohne umsetzbare Insights
Die größten CMO-Probleme aus Sicht der CMOs:
• Mangel an talentierten Mitarbeitern • Mangelnde strategische Einbindung • Fehlende Unterstützung durch die GF Quelle EIU „Outside looking in“ 2012
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Das Phänomen „Marketing Burnout“
12 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Das Phänomen „Marketing Burnout“
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
13 © Copyright 2013. The Observatory International Ltd. All rights reserved.
• Nur 44 Prozent der CMOs haben den Eindruck, dass sie ausreichend auf die wachsende Bedeutung des ROI vorbereitet sind.
• Mehr als die Hälfte gibt an, das ihnen die richtigen Analyse-Tools fehlen, um den ROI der Marketing-Maßnahmen zu messen.
• Dies gilt selbst für CMOs in überdurchschnittlich erfolgreichen Unternehmen.
Das Phänomen „Marketing Burnout“
14 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Die klassischen Herausforderungen bleiben
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
• Das Image des Unternehmens stärken
• Bestandskunden halten
• Neukunden akquirieren
• Neue Märkte erobern
• Umsatzerlöse steigern
15 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Die digitalen Herausforderungen wachsen
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
• Big Data (Wer sieht noch den Wald ...?)
• Multi Screening (Welcher Media-Mix ist richtig?)
• Social Media (Wie vertriebsrelevant ist Facebook?)
• Small Thinking (Was kommt nach der Kampagne?)
16 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Die Ressourcen werden knapper
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
• Die Aufmerksamkeit der Kunden lässt nach
• Die Talente im Markt werden weniger
• Die Teams werden kleiner
• Die Budgets ebenso
• Das Standing im Unternehmen schwindet
17 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
18 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Wie erobert das Marketing sich
das notwendige Standing zurück?
19 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Statt Burn Out: Prioritäten neu
setzen.
20 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Old School: • Attention • Interest • Desire • Action
21 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Heute: • Know How • Infrastrukturen • ROI-Tracking
22 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Know How
23 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Der CMO muss (wieder) zum
Chief Customer Officer werden.
24 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
„Wenn wir nur Verkaufsdaten im Blick haben, verpassen wir
die Chance, wertvolle Erkenntnisse aus den übrigen Phasen des Kundenlebens-
zyklus zu gewinnen.“
Kundenzitat
25 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Infrastrukturen
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Infrastrukturen
26 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Die erfolgreiche Verankerung des
Marketings im Unternehmen
funktioniert nur über kluge IT-Investitionen.
27 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
„Mein nächstes Ziel lautet, die IT ins
Marketing zu integrieren.“
Kundenzitat
28 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Tracking Tools
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
ROI-Tracking
29 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Nur über messbare Erfolge bekommt
das Marketing unternehmensintern
das notwendige Standing.
30 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
„Mein Erfolg hat sehr viel mehr mit Analysen und Technologie zu tun als mit der Entwicklung
kreativer Kampagnen. Wir müssen den ROI aus
Kampagnen erhöhen.“
Rob Colwell, Executive Manager – Commercial and Marketing, Qantas Frequent Flyer
31 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
„Der Marketing-ROI ist der Heilige Gral, den
wir noch nicht gefunden haben.“
Ein ehrlicher CMO
32 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
• Know How • Infrastrukturen • ROI-Tracking
33 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
• Teamaufstellungen hinterfragen
• Agenturen besser führen
• Im Unternehmen Platz finden
34 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Teamaufstellungen hinterfragen
35 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Global Best Practice
• Themen- statt Kanalverantwortung
• Keine Trennung von „digital“ + „analog“
• Dosierte Rotation • Reporting-Diät
36 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Wie optimiert man den Output bei den Agenturen?
„Die Agentur versteht mich nicht, die hören nicht zu!“
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Gute Marketing-Strukturen
ermöglichen die perfekte Mischung
aus „magic and logic“.
37 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Agenturen besser führen
38 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Global Best Practice
• Konkrete Zielvorgaben • Erwartungshaltungen
definieren • Informieren, involvieren,
motivieren • Vertrauen UND Kontrolle
39 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Wie optimiert man den Output bei den Agenturen?
„Die Agentur versteht mich nicht, die hören nicht zu!“
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Ein erfolgreicher CMO braucht eine
erfolgreiche Agentur, die für Ihn durchs
Feuer geht.
40 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Wie positioniert sich das Marketing im Unternehmen?
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Im Unternehmen Platz finden
41 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Know How
Global Best Practice
• Fragen • Zuhören • Kommunizieren
42 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Wie optimiert man den Output bei den Agenturen?
„Die Agentur versteht mich nicht, die hören nicht zu!“
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
Global Best Practice
Der CMO ist wie kein anderer Verantwortlicher im Unternehmen in der
Lage, den Kunden (wieder) ins Zentrum des Unternehmens zu stellen.
43
Summary
44 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Summary
Die digitale Revolution hat das Kräfteverhältnis zwischen dem einzelnen Verbraucher und Unternehmen für immer verändert.
• Um das Verhalten ihrer Kunden besser beurteilen zu können, sollten die nächsten großen Investitionen in neue Technologien und Analyse-Tools getätig werden.
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
45 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Summary
Die digitale Revolution hat das Kräfteverhältnis zwischen dem einzelnen Verbraucher und Unternehmen für immer verändert.
• Ein weiterer wichtiger Schritt ist der Ausbau der digitalen und analytischen Kompetenz bei vorhandenen Mitarbeitern und die Einstellung neuer Mitarbeiter („NEUE GENERALISTEN“), um Know How Lücken zu schließen.
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
46 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Summary
Modernes Marketing tauscht sich während des gesamten Kundenlebenszyklus mit ihren Kunden aus.
• Aufbau und Pflege der Kundenbeziehungen setzt voraus, dass die CMOs mit ihren Kunden über alle Kommunikationskanäle interagieren, die diesen wichtig sind.
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
47 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Summary
Modernes Marketing tauscht sich während des gesamten Kundenlebenszyklus mit ihren Kunden aus.
• Um sicherzustellen, dass sich das Unternehmen nach innen und außen konsistent präsentiert, müssen die CMOs mit ihren Kollegen der C-Level-Führungsebene enger zusammenarbeiten.
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
48 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Summary
Ergebnisse messen – Wert(e) schaffen
Die CMOs müssen die finanziellen Ergebnisse ihrer Marketing-Initiativen quantifizieren, analysieren und dem übrigen Unternehmen vermitteln, um die Glaubwürdigkeit und Effektivität ihrer Abteilung zu erhöhen.
Negotiate Our Clients say
The Observatory International brought the speed, rigour and – critically -
insight needed to fully understand and leverage both the process and financial efficiencies that lie, often hidden, within the agency supplier base."
Chris Tebben, Chief Marketing Officer, Pizza Hut UK
Negotiate and benchmark fees fairly and effectively
We bring together marketing, procurement and agencies to shape an efficient and fair relationship.
Fee negotiations are notoriously complicated events. Marketers want the
best work, quickly. Procurement and Finance want the best deal. The Agency
wants to make money. And each comes with often deep-rooted preconceptions about the agendas of the others.
The Observatory International's consultants are specialists at mediating these
situations – setting the terms of engagement, providing benchmarks, and moving all parties toward a result that gets the relationship working
effectively.
We have extensive, proprietary data and a toolbox of diagnostic approaches to evaluate fees and expectations against industry benchmarks
and best practices We have a unique Global Compensation/Remuneration Council, led jointly by our London and New York offices, to lead best practice and innovation in
this area We can help you put in place performance metrics that both minimise
your financial exposure and help the agency deliver on their own objectives more effectively
We have extensive experience as contract consultants – in markets around the world – so you know the paperwork will be well in hand
49 © Copyright 2013. The Observatory International Ltd. All rights reserved.
Vielen Dank für Ihre Aufmerksamkeit!
Global Best Practice
